play Prepares Loyalty Programme Launch
The bosses at play are planning to roll out an online loyalty programme that will reward users who promote the shopping site best and most effectively via social networks.
Online retailers play are planning to roll out a loyalty programme that will reward users who promote the site best and most effectively via social networks. This moves comes after the information that play released stating that their Facebook fans spend on average 24% more than non Facebook fans.
play are hoping that this scheme will go viral, with users that have high social media klout posting and tweeting about the site, which in turn will encourage their followers and friends to click onto the page and also share to their connections.
If this process works as planned, this is a cutting edge way of cost effective advertising. The only major financial outlays will be the cost of the rewards they give to their best promoters, which is likely to be discounts and vouchers.
Shoppers who make their purchase from play after clicking through from a post they have seen on Facebook spend 30% more over the year the site recently revealed. This fact, along with the confirmation that they put over £2million worth of sales throughout 2011 down to Facebook, shows that social media marketing is a fantastic way for play to go when moving forward.
Many online retailers use social networks to promote certain products, to push deals and to share exclusive information with their fans and followers; however this is not always the most effective way of working. A recommendation coming from a friend on Facebook is a lot more powerful than coming from a brand and this kind of recommendation will be seen by potentially hundreds if not thousands of people that are connected with that person that may not already be connected to play. There is also the opportunity for the people that see a shared post to take part in the campaign by becoming regular posters in order to also reap the benefits and rewards.
This new strategy from play is very low risk with potentially huge reward. If they can recruit a handful of social media savvy people that will share posts to their large follower and friend bases, the rest should all fall into place, sending out a lot of good social media signals for play, increasing brand awareness and most importantly increasing sales.
Written by Jason John Mills